How to Use Color to Create a Brand

Color affects people and their emotions and can even evoke feelings of optimism, excitement, and trust. When creating a visual identity for a brand it is important to consider color combinations and how they establish meaning and harmony.

Picking Colors

Color Associations

Some argue that colors create meaning and have common associations or symbolism. Brands that use color properly tie this meaning to their brand message and encourage an audience to feel a certain way.

For example, the Starbucks logo is highly recognized by its green color, which can be associated with nature. The signature green suggests a calming and soothing experience with Starbucks products.

In a similar way, CocaCola uses color to create feelings and associations. The bright, highly saturated red allows the brand to stand out and evokes feelings of thirst and urgency. Still, the color relates back to “the brands’ core values of happiness, refreshment, optimism, fun, simple moments of pleasure, authenticity, coming together, and uplift.”

Monochromatic: Colors in varying shades, tints, and tones of a single hue

The Takeaway

Careful selection of color to achieve meaning and harmony is foundational in any design and these choices define a brand. An excellent way to explain your color choices is with a brand guideline, which often outlines typefaces, grids and colors, and helps to ensure visual unity across all materials.

To learn more about the design and branding services Springboard provides, check out our case studies on RapidRPA and Protect Me With 3+.

Stefanie is Springboard's graphic designer and creative problem solver. Beyond her desk, she spends her time crafting, trying out new dinner recipes, watching competitive baking shows, and sipping on tea.